How to clarify your who customers are and connect with them

Methods to clarify who your customers and beneficiaries are, how you can do research to connect further with them, and tactics to form deep relationships for better retention.

This is article number two in the Breaking down your Business Model article series.

If you haven’t already, check out Article 1: How to Write a Great Value Proposition

Make sure you download the Impact Business Model Canvas to follow along.

If your value proposition is the heart of your business model, your customers are the oxygen. Without oxygen, your heart doesn’t beat.

This article will teach you what you can do to clarify who your customers are (customer segments), who you’re creating an impact for (beneficiary segments), and how you connect with them (customer relationships + channels).

These are key components for your impact business model — and you need to have clarity on how they work together to drive traffic and customers to your business.

Who are your customer segments?

Your customer segments are the different types of people who use your value proposition(s). You should connect each segment with a value proposition that speaks to their unique situation.